With no buyer yet being found for the tiny village of Licola in Victoria’s Gippsland region, the general store and holiday park there have reopened, but under under new management.
There was considerable local backlash when the Lions Club, which owns the community, ended the lease of the previous current shop manager and put the village – which it says it can no longer afford to run – up for sale.
Sitting on the banks of the Macalister River in Victoria’s high country, Licola was originally a timber mill town but it was bought by the Lions club in the late ’60s after the mill closed.
The club said last year that it planned to upgrade facilities around town, and offer more short-term sites at a price that might appeal to grey nomads.
The holiday park has reopened. PIC: Licola Wilderness Village
However, when the village was subsequently put on the market, there were fears about what might come next.
Now though, Licola General Store and Holiday Park have re-opened with Licola Wilderness Village now operating both businesses from early February.
The general store is frequented by plenty of travellers. PIC: Licola Wilderness Village
A spokesperson for Licola Wilderness Village said that, while the town is still up for sale, the reopening ensures the continuation of critical services in one of Victoria’s most remote communities, providing fuel, supplies, and accommodation for travellers, campers, and locals.
As part of the change, the former caravan park has been renamed the Licola Village Holiday Park, which it said to reflect a renewed focus on tourism and visitor experience in the region.
“This isn’t just a business reopening – it’s about keeping Licola on the map,” the spokesperson said. “Without these services, access to the area becomes significantly more difficult for visitors and the community alike.”
Since reopening, the General Store and Holiday Park have resumed daily operations, supporting a steady flow of visitors to the region. Plans are apparently already underway to expand product offerings and improve facilities over time.
Located at the gateway to Victoria’s alpine country, Licola is a popular destination for campers, four-wheel drivers, and nature-based tourism.
Licola Wilderness Village says the move also supports the broader long-term vision for Licola, ensuring the township remains accessible and viable while future plans for the area continue to evolve.
“This is about creating stability now, while building a sustainable future for Licola,” the spokesperson said.
The Lions Club has previously said it is committed to keeping rates affordable for travellers, especially those on the grey nomad trail.
“Grey nomads make up a big portion of our seasonal travellers, and we love having them in town,” a spokesperson said last year. “Their presence brings life to Licola and helps keep our small community ticking — whether it’s grabbing a coffee, fuelling up, visiting the amazing Victorian High Country, or popping into the store for supplies.”
Licola is surrounded by mountains and has no pub, limited mobile reception, and no big crowds.
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